LO2: Identification of Target Audience for the Campaign

Kaitie is a 16-year-old girl who lives in Richmond with her mother, Tina, and her pet rat named Speckles, and her partner Dallas lives just down the road. Kaitie is a student at her local sixth form who studies biology, psychology and art at A-Level. She comes from a C2DE background and often only has a little disposable income, collected from her part-time job at a McDonalds in Sheffield City Centre. Her long-term goal is to head into higher education and study to be a child’s art therapist to attempt to discourage anti-social behaviours that start at a young age – something she has often witnessed and grown up around. But she doesn’t want to let her studies get ahead of her and so, with the help of Dallas, aims to “loosen up”, enjoy life and express herself just that little bit more. Kaitie is a big fan and supporter of clothing brands like Killstar who are openly supportive of movements such as BLM. She enjoys reading magazines and loves to consume any media she can get of alternative communities for inspiration on her own looks, the goth subculture being one of her personal favourites.